We want what we want, when we want it, how we want it.
We’re New Yorkers!
BUSINESS GOAL
100K annual sign ups by May 2014
TARGET
New Yorkers21-34 years oldMale & Female
Annual HHI: $35-80k College Education
PSYCHOGRAPHICS
They yearn to have control, independence Aspirational, starting their careers
They’re risk takers, adventurousBudget conscious, but spend on experiences
BARRIER
New Yorkers perception of Citi Bike has prevented them from participating
THE STRATEGIC IDEA
Encourage New Yorkers to embrace Citi Bikes as a lifestyle choice
COMMUNICATION OBJECTIVE
Change the target’s perception of Citi Bike from a transportation mechanism into an opportunity to maximize pleasure with minimal commitment
THE MAGIC
#BikesWithBenefits
REASONS TO BELIEVE
AffordableFlexible
Convenient Healthy
Rediscover New York
#BikesWithBenefits
CONNECTION MOMENTS
During the DayDuring Commute
During the YearSummer & Fall 2013
360 IDEA ACTIVATION
Share the experience#BikesWithBenefits
Media: OOH and MobileExperiential/Events
DigitalSocialWOM
Media OOH and Mobile
Subway/Bus advertisementHopStop, Yelp, Pandora
Experiential/Events
Dock to dock speed datingPartnership with How About We
Webisode/TV Partnerships
Digital
Cameras on Citi BikesBloggers show where they go
Streaming online, website
Social
How many Citi Bikes have you riden?Crosstown competition, create your own group to challenge others
Join the conversation with #BikesWithBenefits
WOM
Activate current audience of 50k annual usersBuddy Pass Incentive Program
Drive conversion
Social
Neighborhood Competition
Experiential/Events
Dock to Dock Dating
Digital
Streaming Video
Media: OOH and Mobile
Playful Ad Campaign
WOM
Buddy Pass
Share The Experience
THANK YOU.#BikesWithBenefits